Courtney Cox shocked America in 1985 when she became the first person to say “period” on TV. Period, at least, in the context of menstruation and not punctuation.

Tampax, 1985-style.

Flash forward a couple of decades and this year the same daring word (along with a couple of other doozies) ruffled a few feathers in a Carefree ad. At least it did initially. The furore quickly dissipated and the ad now runs regularly, uneventfully, in Australia. We’ve seemingly learnt how to cope without the conniptions.

“That bit of discharge” ad, 2012.

I daresay it’s the ingratiating of the Carefree ad - with its references to the bits of ladyhood ironically considered least feminine - into our landscape that’s paved the way for another revolutionary down-there-business ad going undetected. Undetected and surprisingly, unwhinged about.

Libra “Bootcamp” ad, 2012.

The new Libra ad dares use the P-word again - sure, itself a euphemism but a) “menstruation” is probably too many syllables for a short ad and b) I’d still rather hear period than any other sanitised circumlocution.

The truly startling bit about the ad however, is the way female sexuality is presented.

For most of last year I was living and breathing menstruation while writing a book on it. My focus was on media presentations and sex n’ blood got treated to a whole chapter.

While there are signs that our culture has become more menstrually mature - we’ve evidently learnt not to dial 000 when discharge is mentioned on TV for example - some menstrual taboos remain. Menstrual sex is a biggie.

On one hand thinking of the menstruator as sexy seems outlandish in the context of film and television. A couple of wonderful Californication scenes aside, periods on screen invariably and inevitably disrupt sex lives and give women - and men - an excuse to restrict it to spoonin’.

On the other hand, feminine hygiene ads are in fact full of attractive ladies peddling products to help menstruators stay sexy all month long. In advertising, the idea of the bleeding woman as outwardly desirable is effortlessly detected.

A much more shocking - and far more insteresting - construct however, is the idea of the menstruator herself feeling sexy. By sexy here, I’m not referring to the way others see her - to her objectification - rather, to her being in touch with her own horniness at a time when women often feel - biologically or because society has coerced it - dirty and out-of-action.

“It’s like a crime scene in my pants” - No Strings Attached (2011)

The Libra ad involves a woman who, while initially reluctant because of her period, eventually joins her friend to perve on male boot campers.

Lecherous ladies in advertising are nothing new of course; Diet Coke has long been flogged with some mildly hideous Sex and the City-style male sexualisation:

Diet Coke, 90s style.Diet Coke, 00s style.

My concept of feminism doesn’t deem women panting over men as something inherently progressive. It’s not the ogling in the Libra ad however, that interests me. Rather, it’s the act of ogling for the purposes of arousal while the woman has her period.

I can’t help but be charmed by TV offering us a horny menstruator.

While a niche genre, menstrual-themed porn - here, I refer to the indie material, rather than, say, the buckets-o’-blood-fetish stuff - hints to the idea that some women are, shock horror, actually randier during their periods. Mainstream pop culture and vanilla porn however, routinely give the idea a wide berth. As in No Strings Attached (2011), menstruation is apparently a time when a bloke is just not gonna get a look in.

Just as I’m delighted when I see a woman on TV who deviates from the young/thin/white archetype that pop culture so adores, equally happy am I to see an example of female sexuality presented as a little more complex - and a tad more messier - than what’s normally on offer.